Streaming ad spend increased 57% in 2021 to reach $ 15.2 billion, according to IAB report as NewFronts kicks off the blitz in person

When NewFronts releases its first solo outing in New York in 2019, the streaming stats are for 2021 and the market is officially booming.

The IAB, behind industry group NewFronts, released its ninth annual report on online ad spend, where it found that related TV spend had risen to $ 15.2 billion, or 57%. It expects 39% growth this year to $ 21.2 billion, which means a doubling of CTV spending by 2020.

The buy functionality of this stream is a lottery, not in vain. Three out of four shoppers said CTV was a “must buy,” with the main benefit being their brand data, location information for visitors, and business data.

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In addition to college football and the NFL, several areas of the traditional television landscape are retaining or increasing viewers. This, in addition to the lingering effects of Covid and a variety of well-improved streaming options, has led to a change online.

The IAB partnered for an account with Standard Media Index and research firm Advertiser Perceptions, where it interviewed approximately 400 video buyers across agencies and brands from February 15 to March 15.

While CTV accounts for 36% of the time spent on CCTV and CTV in 2022, eMarketer estimates that the amount currently spent on CTV lags behind viewers, accounting for only 18% of all advertising dollars on TV videos.

For advertisers, there are far more places to hang out on the internet than there were three years ago. Disney +, Peacock, HBO Max and Discovery + have been launched since late 2019, while Paramount + has been rebranded and expanded by CBS All Access. Netflix and Disney are the latest big streaming players to announce plans to introduce advertising.

The month of May has traditionally seen a clash of traditional and online platforms between NewFronts and previous platforms in the television industry. This year, as the US emerges from its worst covid, there will be three days of NewFronts in person and one virtual day on Thursday. Broadcast networks YouTube and Warner Bros. Discovery will take the New York stage on Sunday, May 16 for a series of high-profile shows. For many mainstream players, from NBCUniversal to Disney to Televisa Univision, linear ad sales will be paired with digital flex.